E-commerce Berlin Expo - Divante - Anna Lankauf
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This case study details the transition from offline to online operations for a B2B platform using Magento, highlighting the challenges and processes involved in the implementation. It showcases business results, noting a significant increase in online revenue and strategies for improving customer retention through data analysis and personalized recommendations. The project aimed to expand the customer base and product range, adapting to evolving market demands in e-commerce.
E-commerce Berlin Expo - Divante - Anna Lankauf
- 1. The Complete Transformation from Offline to Online Magento Implementation of a B2B Platform – a Case Study. Anna Lankauf User ExperienceStrategist
- 2. This Case Study Shows How We Managed to Reach... 2 87 000 000 EUR
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- 4. B2B is hot right now 75% e-commerce more convenient than a sales rep 4 http://divante.co/blog/b2b-ecommerce-2016/ 2016 30% buyers finalizeat least half of their purchases online 2017 Estimated56% of B2B purchase online 60% spend more when interacting with multiple channels
- 5. The biggest electro-technical goods distributor in Poland with 30 years of experience in the market. On Warsaw Stock Exchange since 1998. Clients from construction business area. 5
- 6. 6 It is difficult to convince the employees to introduce new ideas, especially such radical ones. Moreover, our vision and strategy need to be clear-cut to the Board of Directors and owners. We cannot begin without their support and - as you can see - the project is planned to last for many years. - Artur Piekarczyk, Vice-President “
- 7. Diversification of business and improvement of effectiveness 7 1. Expand customer base (new industries, B2C clients) 2. Expand product range and add new product categories
- 8. Timeline of Cooperation 8 9.2011 3.2012 5.2013 7.2013 11.2013 8.2014 2. 2015 1.2016
- 9. The process 9 Business expectations Interaction DesignTechnical analysis and integrations Graphic Design Implementation Tests Optimisation
- 10. 10 Sales reps prefer to call their call center and place orders directly to the operator rather than use a mobile app Business expectations phase
- 11. Personas 11 Persona a fictional identity that reflects one of the user groups
- 12. Design Phase 12 Workshop Prototyping Selection of ideas User Research Findings Polishing the Prototype
- 13. Workshops
- 16. User Testing 16
- 20. Magento vs B2B Needs Adding products faster (with photos and videos) - PimCore or Akaneo 20 Marketing automation that actually works and is easy to use - Mautic Recommendation engine - Hadoop Custom B2B modules: a tree structure of the clients' account, payment methods, flexible shopping cart Search that works like Google - Fact Finder CRM allows your sales reps to work on your clients’ accounts – OroCRM
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- 22. Integrations for TIM 22 Integration with CRM system: Sending client’s data Downloading client’s data Cart synchronization (price) Cart downloading Cart reservation Sending orders Sending RFPs Downloading offers for a customer Downloading product price Downloading product price for a customer Downloading invoices data and invoices in pdf Downloading order’s history Downloading order’s data Product Management Program: Downloading data on products and categories Downloading catalogue cards of products and pictures Warehouse Integration: Downloading product availability Downloading cable segments FactFinder Integration: Sending product database Downloading search results
- 23. CRM Live Integration – Bilateral integration in real time 23 Recommendation engine
- 26. B2B Functions to Consider 1. List of contractors with verification, 2. Individual or collective negotiation of discounts, 3. Order files, 4. Offer creation, 5. Consultants who can accept the order on behalf of the customer by the phone / email / during a meeting, 6. Saving and sharing the cart content, 7. Forms of payments that are typical of B2B (for instance: a trade credit). Implemented as extra Magento modules 26
- 27. Implementation and Start-up 27 9.2011 3.2012 5.2013 7.2013 11.2013 8.2014 2. 2015 1.2016
- 28. Scalability and Performance Replicationof the database to speed up reading operation and balance the traffic to database Using a cache system – in this case Memcached was replaced by Redis Using a scattered file system (GlusterFS) Using an http-reverse-proxy system Varnish that speeds up loading pages and static files Using PerconaDB instead of MySQL for the database 28
- 29. Ensuring Quality 29 2 phase Code Review Ticketing system (where all communication with the client happens) Monitoring system – Incinga,Jenkins + Selenium + ELK Stack to monitor integrations Version control system
- 30. SLA - Divante S.W.A.T. 250 000 EURO daily rev. 1 hour system crash = 10 416 Euro 30 SLA > 99.9%
- 32. Data Driven Customer Experience 97% of customers preffer one specific view of product list – „miniatures”
- 33. Business Results 33 The share of online sales in total sales in terms of income The share of online sales in total sales in terms of No. of products B2B project going live 7.2013 Q3, 2015
- 34. 34 1. Expand customer base (new industries, B2C clients) 2. Expand product range and add new product categories Business Results
- 35. 35 130 mln Euro revenue Business Results 2015 67% = 87 mln of revenue from online 87% of orders from online
- 37. What’s Next? 1. Improving the retention of clients through BigData analysis and personalized recommendations. 37 • Automated pricing optimization – 62% • Personalized recommendations – 56% • Use of wearable computing in distribution centers – 49% • Sensors in shipments/products – 46% • Robots/automation in distribution center/supply chain – 34% • Shopping cart abandoment analysis – 32% B2B e-Commerce companies are investing in: 2. Automated pricing optimization - the next big thing we want to pursue.
- 38. User Experience Strategist [email protected] 0048 733 355 592 Let’s talk in the booth D21 ANNA LANKAUF